ALSO KNOWN AS
Child, Muse, Angel, Traditionalist, Purist, and Idealist.
01
The Innocent is a positive personality with an optimistic outlook on life. They crave safety but ultimately, they want themselves and everyone else to be happy.
02
They are honest and pure and have no ill-will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they truly are.
03
They see the beauty in everyone and have a knack to see the inner beauty that others don’t.
CHARACTER
Will Farrell
STRENGTH / DRIVE
The Innocent brand spreads faith and optimism wherever it goes. People feel happy, rejuvenated and content with this brand. It is simple and easy to understand. Your customers trust that things will be chaos-free.
Happiness
Morality
Simplicity
Honesty
Positivity
Opportunity
The Innocent Brand can be the cheery, easy-to-work-with-company that people feel good about. You use simple, uplifting words and messages that leave people feeling hopeful. If your competition is serious, complicated, or intense, you can be more positive and refreshingly simple.
WEAKNESS / FEAR
Don’t become so simplistic or childlike that people don’t take you seriously. Some presentations may require a fairly deep dive into techie-jargon, complex explanations and the outlining of nit-picky details. These approaches don't feel very innocent and can weaken your approach.
Anguish
Depravity
Complexity
Deceit
Negativity
Threats
The worst thing for an Innocent brand is to do something wrong, break trust, or let someone down. It is like a child disappointing a parent. Therefore, trust is very high on your priority list in this brand. You will achieve this trust by staying true to chaos-free simplicity.
DiffErent Levels
Each of the 12 different archetypes has levels. The lower levels are less mature while higher levels are more developed.
Level 1:
Includes people who feel paradise is their birthright and not having it makes them angry. They are defined by a childlike perspective and traits such as naïvete and narcissism.
Level 2:
The midpoint in the process of achieving innocence that focuses on renewal, reframing, and cleansing. People at this level are still searching for paradise but haven't quite found it yet. Innocents at level 2 are seeking to reinvent or renew themselves through new beginnings.
Level 3:
The most highly evolved Innocents who believe that people make choices for a simpler, values-driven lifestyle and as a result create their own paradise and sense of spiritual oneness. The belief is that innocence (paradise) comes from within, not from outer experiences.
BIG IDEA
Life doesn’t have to be complicated.
BRAND EXAMPLE
Dove
DOES IT APPLY TO YOUR BUSINESS?
Does your business provide happy, simple experiences?
Does your business encourage a feeling of contentment?
Is your brand based on providing a breath of fresh air?
Are your products/services differentiated from competitors by being highly trustworthy, fun, simple and positive?
Are your processes simple and chaos-free?
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